企(qi)業(ye)發(fa)展戰(zhan)略(lve)(lve)是(shi)對企(qi)業(ye)發(fa)展的謀略(lve)(lve)。研(yan)究(jiu)企(qi)業(ye)發(fa)展戰(zhan)略(lve)(lve)要涉及(ji)許多問題，要點是(shi)搞好(hao)功能(neng)定(ding)位與確定(ding)核心戰(zhan)略(lve)(lve)。研(yan)究(jiu)企(qi)業(ye)發(fa)展戰(zhan)略(lve)(lve)首先要搞好(hao)功能(neng)定(ding)位。功能(neng)定(ding)位就是(shi)為企(qi)業(ye)科學確定(ding)經營方向和經營目(mu)標。
企(qi)業(ye)經(jing)營(ying)(ying)(ying)方向大致有(you)六個：一(yi)個是(shi)(shi)(shi)(shi)專(zhuan)業(ye)化(hua)，一(yi)個是(shi)(shi)(shi)(shi)多元(yuan)化(hua)，一(yi)個是(shi)(shi)(shi)(shi)擴大化(hua)，一(yi)個是(shi)(shi)(shi)(shi)優(you)(you)質化(hua)，一(yi)個是(shi)(shi)(shi)(shi)優(you)(you)序化(hua)，一(yi)個是(shi)(shi)(shi)(shi)更新化(hua)。專(zhuan)業(ye)化(hua)就是(shi)(shi)(shi)(shi)收縮現(xian)有(you)經(jing)營(ying)(ying)(ying)內容(rong)，多元(yuan)化(hua)就是(shi)(shi)(shi)(shi)拓展(zhan)現(xian)有(you)經(jing)營(ying)(ying)(ying)內容(rong)，擴大化(hua)就是(shi)(shi)(shi)(shi)擴大現(xian)有(you)經(jing)營(ying)(ying)(ying)規模，優(you)(you)質化(hua)就是(shi)(shi)(shi)(shi)提高現(xian)有(you)經(jing)營(ying)(ying)(ying)質量，優(you)(you)序化(hua)就是(shi)(shi)(shi)(shi)優(you)(you)化(hua)現(xian)有(you)經(jing)營(ying)(ying)(ying)結構，更新化(hua)就是(shi)(shi)(shi)(shi)替換現(xian)有(you)經(jing)營(ying)(ying)(ying)內容(rong)。企(qi)業(ye)經(jing)營(ying)(ying)(ying)朝哪(na)個方向發(fa)展(zhan)都(dou)(dou)有(you)利有(you)弊,應該實事(shi)求是(shi)(shi)(shi)(shi)地做出正(zheng)確(que)(que)選擇。任何(he)企(qi)業(ye)在任何(he)時(shi)期都(dou)(dou)要(yao)首先確(que)(que)定(ding)主(zhu)要(yao)經(jing)營(ying)(ying)(ying)方向，這是(shi)(shi)(shi)(shi)謀(mou)劃企(qi)業(ye)發(fa)展(zhan)最基本的工作。如果主(zhu)要(yao)經(jing)營(ying)(ying)(ying)方向不明確(que)(que)、不正(zheng)確(que)(que)、不準確(que)(que)、不高明，那么無論怎么努力也很(hen)難(nan)使企(qi)業(ye)迅速發(fa)展(zhan)。
企業不(bu)僅要(yao)科學確定經(jing)營(ying)(ying)方(fang)(fang)向(xiang)，而且也要(yao)科學確定經(jing)營(ying)(ying)目(mu)(mu)標(biao)。經(jing)營(ying)(ying)方(fang)(fang)向(xiang)不(bu)等(deng)于(yu)經(jing)營(ying)(ying)目(mu)(mu)標(biao)，經(jing)營(ying)(ying)目(mu)(mu)標(biao)是(shi)朝著經(jing)營(ying)(ying)方(fang)(fang)向(xiang)走要(yao)達到的(de)(de)那個地方(fang)(fang)。人人都需(xu)(xu)要(yao)有(you)個奔(ben)頭，企業也需(xu)(xu)要(yao)有(you)個奔(ben)頭。企業有(you)了經(jing)營(ying)(ying)目(mu)(mu)標(biao)就(jiu)有(you)了奔(ben)頭，有(you)了奔(ben)頭就(jiu)有(you)前(qian)進動力(li)了。功能定位(wei)是(shi)件難度很大的(de)(de)工作(zuo)：選(xuan)擇(ze)(ze)經(jing)營(ying)(ying)內容面(mian)臨(lin)對錯(cuo)問(wen)題(ti)(ti)，選(xuan)擇(ze)(ze)經(jing)營(ying)(ying)范(fan)圍面(mian)臨(lin)寬窄問(wen)題(ti)(ti)，選(xuan)擇(ze)(ze)目(mu)(mu)標(biao)市場面(mian)臨(lin)偏(pian)正(zheng)問(wen)題(ti)(ti)，選(xuan)擇(ze)(ze)輻(fu)射半徑面(mian)臨(lin)大小問(wen)題(ti)(ti)，選(xuan)擇(ze)(ze)行(xing)業地位(wei)面(mian)臨(lin)高低問(wen)題(ti)(ti)。
功(gong)(gong)能(neng)定(ding)位(wei)既然非常重(zhong)(zhong)要(yao)而又難度很大(da)，那么(me)就(jiu)要(yao)在(zai)(zai)這方面(mian)下(xia)功(gong)(gong)夫。如果不在(zai)(zai)功(gong)(gong)能(neng)定(ding)位(wei)方面(mian)多(duo)(duo)下(xia)一點功(gong)(gong)夫，那么(me)就(jiu)會在(zai)(zai)未(wei)來發展中多(duo)(duo)耽(dan)誤許(xu)(xu)多(duo)(duo)寶貴時間，多(duo)(duo)浪費許(xu)(xu)多(duo)(duo)寶貴資源。為(wei)了(le)實現(xian)功(gong)(gong)能(neng)定(ding)位(wei)首(shou)先要(yao)確(que)定(ding)核心(xin)戰(zhan)略。企業(ye)為(wei)實現(xian)功(gong)(gong)能(neng)定(ding)位(wei)一定(ding)要(yao)做許(xu)(xu)多(duo)(duo)重(zhong)(zhong)要(yao)工作。面(mian)對(dui)許(xu)(xu)多(duo)(duo)重(zhong)(zhong)要(yao)工作不能(neng)火燒眉毛一起抓，否(fou)則哪一項也抓不好。保障功(gong)(gong)能(neng)定(ding)位(wei)實現(xian)的最好方法是確(que)定(ding)核心(xin)戰(zhan)略。
企(qi)(qi)業發展(zhan)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)是(shi)一(yi)個戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)體系。在(zai)企(qi)(qi)業發展(zhan)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)體系中(zhong)(zhong)，每一(yi)項(xiang)(xiang)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)在(zai)企(qi)(qi)業發展(zhan)中(zhong)(zhong)所(suo)起(qi)的(de)作(zuo)用是(shi)不(bu)同(tong)的(de)。其中(zhong)(zhong)，必定有這(zhe)樣一(yi)項(xiang)(xiang)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)，它對企(qi)(qi)業發展(zhan)具(ju)有特別重(zhong)(zhong)大的(de)指導作(zuo)用。我把(ba)具(ju)有這(zhe)種作(zuo)用的(de)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)稱為“企(qi)(qi)業發展(zhan)核(he)心戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)”。企(qi)(qi)業發展(zhan)核(he)心戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)是(shi)相對于一(yi)般戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)而言的(de)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)。如果說在(zai)企(qi)(qi)業發展(zhan)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)中(zhong)(zhong)哪(na)一(yi)項(xiang)(xiang)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)都是(shi)重(zhong)(zhong)要(yao)的(de)，那么企(qi)(qi)業發展(zhan)核(he)心戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)就是(shi)最重(zhong)(zhong)要(yao)的(de)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)。研(yan)究企(qi)(qi)業發展(zhan)戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)首先(xian)要(yao)研(yan)究好企(qi)(qi)業發展(zhan)核(he)心戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)。核(he)心戰(zhan)(zhan)(zhan)(zhan)(zhan)略(lve)是(shi)綱(gang)，綱(gang)舉目張。
研究企業發(fa)展(zhan)(zhan)核心戰(zhan)略要(yao)善于抓主(zhu)要(yao)矛(mao)(mao)盾(dun)(dun)。任(ren)何企業在任(ren)何時期(qi)都(dou)存在一種主(zhu)要(yao)矛(mao)(mao)盾(dun)(dun)。主(zhu)要(yao)矛(mao)(mao)盾(dun)(dun)不(bu)(bu)僅是(shi)*的整體性問題，而且是(shi)*的長(chang)期(qi)性、基本(ben)性問題。主(zhu)要(yao)矛(mao)(mao)盾(dun)(dun)能(neng)不(bu)(bu)能(neng)準確地抓住，能(neng)不(bu)(bu)能(neng)有效地解決(jue)(jue)(jue)，對企業發(fa)展(zhan)(zhan)具有決(jue)(jue)(jue)定(ding)性的影響。如(ru)果解決(jue)(jue)(jue)了(le)這(zhe)個主(zhu)要(yao)矛(mao)(mao)盾(dun)(dun)，那(nei)么(me)其(qi)它(ta)問題就(jiu)(jiu)容(rong)易解決(jue)(jue)(jue)了(le)；如(ru)果這(zhe)個主(zhu)要(yao)矛(mao)(mao)盾(dun)(dun)得不(bu)(bu)到解決(jue)(jue)(jue)，那(nei)么(me)其(qi)它(ta)問題就(jiu)(jiu)難以解決(jue)(jue)(jue)，即使(shi)解決(jue)(jue)(jue)了(le)也沒有多大意義。
研究企(qi)業(ye)(ye)(ye)發(fa)展(zhan)核心戰略(lve)還要(yao)(yao)善于(yu)抓(zhua)重(zhong)大揚(yang)(yang)(yang)(yang)長(chang)(chang)(chang)(chang)點(dian)。許多企(qi)業(ye)(ye)(ye)往往面臨(lin)以(yi)下兩種(zhong)情況(kuang)：一(yi)是(shi)(shi)雖然存(cun)在主(zhu)(zhu)要(yao)(yao)矛盾，但(dan)主(zhu)(zhu)要(yao)(yao)矛盾并(bing)不突出(chu)；二是(shi)(shi)雖然主(zhu)(zhu)要(yao)(yao)矛盾很(hen)突出(chu)，但(dan)是(shi)(shi)在一(yi)定時期很(hen)難解決。要(yao)(yao)是(shi)(shi)面臨(lin)上述兩種(zhong)情況(kuang)之(zhi)一(yi)，謀劃企(qi)業(ye)(ye)(ye)發(fa)展(zhan)就應該(gai)集中精力抓(zhua)重(zhong)大揚(yang)(yang)(yang)(yang)長(chang)(chang)(chang)(chang)點(dian)。要(yao)(yao)靈活使用揚(yang)(yang)(yang)(yang)長(chang)(chang)(chang)(chang)補(bu)短(duan)與(yu)揚(yang)(yang)(yang)(yang)長(chang)(chang)(chang)(chang)避(bi)(bi)短(duan)這兩大策略(lve)。對企(qi)業(ye)(ye)(ye)之(zhi)短(duan)應該(gai)宜(yi)補(bu)則補(bu)，宜(yi)避(bi)(bi)則避(bi)(bi)。無(wu)論對那(nei)(nei)個短(duan)是(shi)(shi)補(bu)還是(shi)(shi)避(bi)(bi)，對那(nei)(nei)個長(chang)(chang)(chang)(chang)總是(shi)(shi)要(yao)(yao)揚(yang)(yang)(yang)(yang)的(de)。揚(yang)(yang)(yang)(yang)長(chang)(chang)(chang)(chang)就是(shi)(shi)要(yao)(yao)發(fa)揮和再(zai)造優勢，而發(fa)揮和再(zai)造優勢是(shi)(shi)企(qi)業(ye)(ye)(ye)發(fa)展(zhan)的(de)重(zhong)要(yao)(yao)條件。揚(yang)(yang)(yang)(yang)長(chang)(chang)(chang)(chang)靠創新(xin)。抓(zhua)重(zhong)大揚(yang)(yang)(yang)(yang)長(chang)(chang)(chang)(chang)點(dian)就是(shi)(shi)抓(zhua)重(zhong)大創新(xin)點(dian)。只要(yao)(yao)抓(zhua)住了(le)重(zhong)大創新(xin)點(dian)，就能把其它方面的(de)創新(xin)帶(dai)動起來，從而促進企(qi)業(ye)(ye)(ye)迅速(su)發(fa)展(zhan)。
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